AIAP Newsletter 05/11/04

Dear AIAP Member,

When was the last time someone offered you free advertising?  The fact is, free advertising is available to anyone who will take the time to craft a well-written press release and forward it to the proper media outlets.

PR is a powerful tool that's often overlooked by small businesses.  Instead of buying that expensive ad space in your favorite publication, why not produce a press release that will get you the same exposure with zero expense?  Large corporations rely heavily on press releases to encourage the media to "tell their story", but sadly small businesses rarely take advantage of this opportunity.

The first step to getting great exposure for your business without having to pay for it is to have a well written press release.  One of the best resources for learning how to write a release is found on the PR Web website:

http://www.prweb.com/pressreleasetips.php

Take the time to read this tutorial thoroughly.  It's packed with the nuts-and-bolts of writing a press release that an editor will be glad to publish.

The next step is to find the proper contacts to whom you can forward your press release.  Typically, you'll want to forward your press release to the "business editor" of the newspapers in your area, as well as the "regional editor" of any magazines who cover business news in your area.  Take the time to find out which publications will best reach your target clientele.

Since the advent of email, most editors prefer to receive press releases electronically.  Most PR professionals now feel that "hard copy" press releases are completely useless.  Most newspapers and magazines have their staff email addresses on their "contact" or "about us" pages of their website.  Take the time to assemble a folder in your address book of PR contacts so that you can send subsequent press releases with little effort.  You should send your release as a "plain text" email.  You can attach PDF version of the release as well as photographs, but you first need to get someone to read your release.

One important point:  follow the press release format religiously!  Nothing shouts "amateur" like a poorly written and poorly formatted press release.  The bottom line is that the better the release, the more likely it will be published.

Another benefit of press releases is that they are often the basis for feature articles.  Ever wonder why you keep reading about the same companies and celebrities in magazines?  It's often due to a tremendous PR effort.

Take a moment to come up with a list of news-worthy topics related to your business that would merit sending a press release.  How about your new digital system?  Your new studio/office?  Your new or redesigned website?  Your latest high-profile assignment? The workshop or seminar training you recently received?  You membership in the AIAP?  The possibilities are endless--and free!

Best regards,
Alan Blakely, Director
The Association of Independent Architectural Photographers
http://www.aiap.net
http://architecturalphotographer.org